In order to help people realize importance of regular monitoring of blood glucose levels, Roche Diagnostics has rolled out a multi-pronged awareness-building programme comprising of pharmacist and retailer connect to build awareness at the pharmacist level with help from the company's field force.

As per the programme, the field force is empowered with intensive training on Accu-chek, the blood glucose monitoring device and self-monitoring of blood glucose(SMBG).  

The programme also includes online platform like Digital Connect which involves SMBG, messaging using digital tools like the company's website and Facebook among other tools.

As a part of the initiative, company has also launched an ad campaign in the print media on ‘Real Heroes vs Diabetes’ which features people who have diabetes and who are taking control of their lives through SMBG.

Says Sidhartha Roy, business head, diabetes care, Roche Diagnostics India, "Out of the over 63 million people with diabetes in India, SMBG penetration is below 10 per cent. The other most important aspect of the awareness programme is doctor communication. Doctors in India are well aware of the benefit of SMBG for people with diabetes. They play a vital role in our education and awareness building programme. Besides this, through the digital connect, we can already see a lot of patient benefit through SMBG being recorded with the interactions on our pages."  

Roche is world leader in blood glucose self-monitoring solutions, providing people with diabetes the benefit of accurate blood glucose readings. This, in turn helps them plan their lifestyle. ‘Accuracy’ is the core benefit of Accu-chek Active in the self-monitoring process.

"In India, Accu-chek Active is claimed to be the market leader in blood glucose self-monitoring, having touched the lives of millions of people with diabetes across almost every state of India. However, the concept of SMBG is still not completely understood and appreciated in the country, he explains.

"Our primary objective is to build awareness on the benefit that SMBG can have in the lives of people with diabetes. Accu-chek provides accurate blood sugar level reading and is an able companion for people who self-monitor. This is what we would like to take to the majority of people with diabetes in India – most of whom are not aware of SMBG as a concept. Considering that diabetes can be controlled with the assistance of doctors, SMBG is an effective tool that can help people with diabetes lead a life of their choice," he adds.

Across the world, Roche is the market leader for the SMBG segment. Globally, Roche offers interesting and advanced SMBG solutions, including Accu-chek Connect, which enables store and maintain their monitoring data at a location where their physician can access it, and guide them on diet and lifestyle.

"We are also present in the insulin pump business. Since we are still looking at 10 per cent of people in India with diabetes using SMBG, there is a need for all players to come together and expand this market for patient benefit," Roy concludes.